We’re based on a street (Redchurch) that Vogue once heralded as the coolest on the planet and look, two years later we have a selection of identikit, washed-up shops. The period drama home store that is Labour and Wait is even turning chain by setting up shop down our way. Brands are now embracing this desire for the authentic and non-homogenised. The obvious example of this ‘re-connection’ would be Levi’s We Are the Workers embrace of authenticity. Here we’re invited to roll up our sleeves, get our hands dirty and get down to work at a series of print shops where local people get crafty. Instead we turn to Nike’s Precious campaign that follows on from the success of their post-digital placard Chalk Bot. For Precious we are invited to follow, in exacting detail, the journey of a cyclist’s journey – the data visualisation geeks that caught Newsnight last week, you’re going to love this. David McCandless watch out! And while we’re on our bike, be sure to check Rapha’s new batch of films.

Image: No Direction Known

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